Carlton & United Beverages (CUB) has appointed Rowe Ingevics & Partners (RI&P) to develop the first creative campaign for its new low carb beer Pure Blonde.
CUB said Pure Blonde, had had “considerable success”0 since its launch in October 2005, with current volumes eight times more than original target.
RI&P, which opened its doors in February, is headed by Jonathon Rowe, the former managing partner of Publicis Mojo, and Phil Ingevics, the former executive creative director of The Moult Agency and EuroRSCG Amsterdam.
RI&P developed a multi-media campaign for Pure Blonde that will help drive the brand’s continual volume growth.
CUB GM regular beer, Matt Keen, said RI&P said that while the campaign created by RI&P was destined primarily for on-line execution he believed it hadthe potential to extend to other media.
